L'Oréal

Objective

BeautyTok has rapidly evolved into a dynamic and influential community within the beauty sphere. Our short-form, sound-on video format fosters creativity and engagement, allowing beauty creators and brands to showcase innovative products, makeup tutorials, skincare routines, and transformative looks as well as to build authentic connections with their audience. TikTok has democratized beauty content, making it accessible to a diverse global audience while driving trends and consumer behavior. As a result, TikTok has become a key source of discovery and purchase destination for beauty products.

To unite the beauty community, L’Oréal Consumer Product Division leveraged BeautyTok on TikTok, encouraging users to share their favorite trends and beauty looks featuring selected #ViralBeauty products available on e-commerce. This initiative capitalized on the buzz generated on TikTok to enhance brand engagement and drive online sales.

Solution

In this fourth edition of BeautyTok, L'Oréal Consumer Product Division and its participating brands launched the #ViralBeauty challenge to engage the beauty community and generate traffic to a dedicated Amazon store.

The campaign has a two-fold objective: leveraging users and creators creativity and engagement through Branded Mission and Hashtag Challenge. Users are invited to participate in the #ViralBeauty moment for a chance to be one of 30 lucky winners of viral beauty products from L'Oréal Consumer Product Division brands, including L'Oréal Paris, Garnier, Maybelline, NYX Professional Makeup, Mixa, La Provençale Bio, and Dessange.

Premium formats such as TopView and In-feed ads were utilized to boost participation in the #ViralBeauty challenge and drive traffic to Amazon.

Results

The campaign marked the first-ever Branded Mission and Hashtag Challenge in France featuring multiple brands and categories. It was a resounding success, generating 169 Branded Mission video submissions and 27 Boosted UGC entries. This campaign generated 18% to 30% of total monthly engagements of L’Oréal Consumer Product Division brands.

Nano creators eagerly participated and produced high-quality content for the campaign. The Brand Lift Study results were extremely positive, showing a 5% increase in ad recall, a 4% rise in awareness, a 3.4% boost in familiarity, and a 2.2% increase in purchase intent.